Learner Report Rooms Division Management
Stenden University of Applied Sciences
Bachelor International Hospitality Management
Leeuwarden
The Netherlands
Submitted in Partial Fulfilment of the Requirements of the Bachelor Programme of International
Hotel School.
Assessor: mrs. S. Penninga
Module: 1
17 October 2018
Janine Raatjes: 1390879
Declaration of own work
1
,1. This work is composed by me.
2. This work has not been accepted in any previous application for a degree or diploma, by me
or anyone else.
3. The work of which this is a record is done wholly by me.
4. All verbatim extracts have been distinguished by quotation marks and the sources of our
information have been specifically acknowledged.
Date: 17-10-2018
Name: Janine Raatjes
Signature:
2
,Introduction
This report is written for the minor Rooms Division Management. The purpose by
writing this report is to gain more knowledge in order to get a broader view of
the Rooms Division department and the aspects related to the hospitality
industry. The author will represent several chapters in this report. These
chapters are called Rooms Division Management, revenue management,
sustainability, guest loyalty, in/outsourcing and safety and security. All these
chapters are including a literature review, comparison with the theory and the
practice and a self-reflection. The literature review is written through books and
articles. The comparison is made by the theory gained from the literature review
compared by practice. The author gained information in practice by guest
lectures, company visits and experiences. At last, the self-reflections shows a
conclusion, evaluation and the opinion of the author.
3
, Table of content
Introduction........................................................................................................... 3
1. Rooms Division Management and branding.......................................................6
1.1 Literature Rooms Division Management and branding................................6
1.1.1. Rooms Division Management................................................................6
1.1.2. Branding................................................................................................ 8
1.2. Comparison with the literature and the practise.......................................11
1.3. Personal reflection..................................................................................... 12
1.4. Reference list Rooms Division Management..............................................14
2. Revenue management..................................................................................... 15
2.1. Literature Revenue management..............................................................15
2.1.1. Revenue management........................................................................15
2.1.2. Market segmentation...........................................................................18
2.2. Comparison with the literature and the practise......................................19
2.3. Personal reflection.................................................................................... 20
2.4. Reference list Revenue Management.......................................................22
3. Sustainability................................................................................................... 23
3.1. Literature review....................................................................................... 23
3.1.1. Sustainability....................................................................................... 23
3.1.2. The three dimensions of sustainability................................................24
3.1.3. The Green Key..................................................................................... 26
3.1.4. Other sustainable benefits...................................................................27
3.2. Comparison with the literature review and the practise............................27
3.3. Personal reflection..................................................................................... 29
3.4. Reference list Sustainability......................................................................30
4. Guest loyalty programs.................................................................................... 31
4.1. Literature Review...................................................................................... 31
4.1.1. Shrinking customer loyalty..................................................................31
4.1.2. Loyal guests........................................................................................ 32
4.1.3. Loyalty programs.................................................................................33
4.2. Comparison literature review and the practise..........................................35
4.3. Personal reflection..................................................................................... 36
4.4. Reference List Guest loyalty programs......................................................38
5. In- & outsourcing............................................................................................. 39
4
Stenden University of Applied Sciences
Bachelor International Hospitality Management
Leeuwarden
The Netherlands
Submitted in Partial Fulfilment of the Requirements of the Bachelor Programme of International
Hotel School.
Assessor: mrs. S. Penninga
Module: 1
17 October 2018
Janine Raatjes: 1390879
Declaration of own work
1
,1. This work is composed by me.
2. This work has not been accepted in any previous application for a degree or diploma, by me
or anyone else.
3. The work of which this is a record is done wholly by me.
4. All verbatim extracts have been distinguished by quotation marks and the sources of our
information have been specifically acknowledged.
Date: 17-10-2018
Name: Janine Raatjes
Signature:
2
,Introduction
This report is written for the minor Rooms Division Management. The purpose by
writing this report is to gain more knowledge in order to get a broader view of
the Rooms Division department and the aspects related to the hospitality
industry. The author will represent several chapters in this report. These
chapters are called Rooms Division Management, revenue management,
sustainability, guest loyalty, in/outsourcing and safety and security. All these
chapters are including a literature review, comparison with the theory and the
practice and a self-reflection. The literature review is written through books and
articles. The comparison is made by the theory gained from the literature review
compared by practice. The author gained information in practice by guest
lectures, company visits and experiences. At last, the self-reflections shows a
conclusion, evaluation and the opinion of the author.
3
, Table of content
Introduction........................................................................................................... 3
1. Rooms Division Management and branding.......................................................6
1.1 Literature Rooms Division Management and branding................................6
1.1.1. Rooms Division Management................................................................6
1.1.2. Branding................................................................................................ 8
1.2. Comparison with the literature and the practise.......................................11
1.3. Personal reflection..................................................................................... 12
1.4. Reference list Rooms Division Management..............................................14
2. Revenue management..................................................................................... 15
2.1. Literature Revenue management..............................................................15
2.1.1. Revenue management........................................................................15
2.1.2. Market segmentation...........................................................................18
2.2. Comparison with the literature and the practise......................................19
2.3. Personal reflection.................................................................................... 20
2.4. Reference list Revenue Management.......................................................22
3. Sustainability................................................................................................... 23
3.1. Literature review....................................................................................... 23
3.1.1. Sustainability....................................................................................... 23
3.1.2. The three dimensions of sustainability................................................24
3.1.3. The Green Key..................................................................................... 26
3.1.4. Other sustainable benefits...................................................................27
3.2. Comparison with the literature review and the practise............................27
3.3. Personal reflection..................................................................................... 29
3.4. Reference list Sustainability......................................................................30
4. Guest loyalty programs.................................................................................... 31
4.1. Literature Review...................................................................................... 31
4.1.1. Shrinking customer loyalty..................................................................31
4.1.2. Loyal guests........................................................................................ 32
4.1.3. Loyalty programs.................................................................................33
4.2. Comparison literature review and the practise..........................................35
4.3. Personal reflection..................................................................................... 36
4.4. Reference List Guest loyalty programs......................................................38
5. In- & outsourcing............................................................................................. 39
4
